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Reyna Jones

Strategist. Cross-Functional Leader. Brand Architect

Digital Products
Marketing Strategy
Content Acquisition
Partnerships
Reyna Jones
United States
Professional Status
Open to opportunities
About Me
● Results-oriented & data-driven leader offering 15 years of marketing experience across multiple platforms (digital products, subscription video on demand, mobile, linear) while producing “consumer first” strategies for Emmy Award-winning content
● Proven success driving growth at the intersection of entertainment, tech, & culture while partnering with international teams in Canada, Europe, & Australia
● Track record of dissecting data to properly allocate multimillion dollar media budgets
● History of leading high-performing teams and agency/talent relationships while navigating matrixed organizations

Principal Consultant

Smithfield Lane Consulting
Since 2019
  • Oversees strategy of digital campaigns ensuring inclusivity resulting in 25% increase in reach while implementing best practices
  • Works cross-functionally & leads brand positioning/co-branded messaging across all touchpoints
  • Approves quantitative & qualitative data for contractual agreements to protect interests of the brand & client
  • Develops digital strategies and advises production team of sponsorship packages resulting in a 10% increase of initial participation
  • Implements cost saving options resulting in 15% savings and additional opportunities for production growth

Head of Marketing & Partnerships

Magic Johnson Enterprises/ASPIRE
2016 to 2018
  • Produced multi-channel campaigns for original & acquired content with distribution across 50 million homes
  • Analyzed data to identify untapped communities & accelerate performance (YOY 60% growth in video views, 75% growth on Instagram, 19% growth on YouTube, 15% increase in email subs)
  • Launched product marketing initiatives, oversaw national media buys (OOH, Digital, Audio, Linear), & reduced departmental costs by 10% managing budget reconciliation
  • Built a high-performing Marketing department, spearheaded multiple campaigns with
    AORs, & worked cross-functionally with PR, Research, Tech, Finance, Legal
  • Launched product marketing initiatives, oversaw national media buys (OOH, Digital, Audio, Linear), & reduced departmental costs by 10% managing budget reconciliation
  • Negotiated multi-year partnerships with 30% growth in sales & 70mm+ impressions garnered via paid & earned media (podcasts, social, augmented reality)
  • Spearheaded the company rebrand & executed testing resulting in increased viewership, secured partnerships with production/sales teams, & modernized marketing assets across touchpoints

Sr. Director of Digital Marketing

Steve Smith Charitable Fund
2014 to 2016
  • Served as day-to-day lead for campaign execution across digital platforms for former NBA star turned sports analyst and philanthropist Steve Smith
  • Increased engagement across social media platforms 40% YOY and developed seasonal campaign storylines for partnerships and product launches (March Madness, NBA2k, Amazon, NBA Summer League)
  • Managed promotions attracting over 5k participants during charitable events with a 10% increase in repeat donors
  • Analyzed performance metrics to make recommendations for partner negotiations

Sr. Marketing Manager

WarnerMedia/NBA on TNT
2011 to 2014
  • Developed strategies aligned with the brand ecosystem (NBA League Pass, NBA.com, the NBA app, NBA on TNT, NBA TV) while increasing NBA League Pass subscriptions, web traffic 45%, app downloads 30%, & consumer products
  • Spearheaded digital campaigns resulting in $3.5MM revenue, led lifecycle programs (activation, engagement, retention, reactivation), & accelerated product marketing pipeline with disruptive digital products
  • Managed team members within the Marketing & Social Media department
  • Created the first ever NBA Awards show & served as executive producer for three consecutive years collaborating with stakeholders (e.g. producers, talent, directors, post production)
  • Increased mobile traffic 90% during NBA Playoffs & worked cross-functionally with product managers & sponsors to produce co-branded content (i.e. “NBA All-Star” sponsored by Kia,
    “NBA Style” sponsored by Samsung, “Off the Court” sponsored by AMEX, “Reigning
    Moments” sponsored by Crown Royal)

Sr. Ad Sales Manager

Fox Entertainment
2006 to 2010
  • Provided project management to support four regional networks serving: FOX Sports South, SportsSouth, FOX Sports Carolinas, & FOX Sports Tennessee
  • Supported the VP of Ad Sales & Ad Sales Team by providing competitive intelligence, attending pitch meetings, & remained abreast of marketing trends
  • Collaborated with producers, agencies, & clients to take advantage of potential synergy opportunities for Facebook & Twitter
  • Executed development of multiphase strategy process in support of show launches
  • Marketing
  • Digital Media
  • Mobile
  • Entertainment
  • Social Media
  • Social Media Marketing
  • Multimedia
  • Media Planning
  • Broadcast
  • Television
  • Advertising
  • Video Production

Bachelor of Arts

University of Alabama at Birmingham

  • Digital and Product Marketing
  • Project Management
  • Event Sponsorship
  • Brand Management
  • Original Programming
  • Reading, Watching Films and Sports, Traveling